re:considered 6:

Bultaco is Back:

In May of 2014, Bultaco, the Spanish motorcycle company announced that after a 30 year hiatus they would again be manufacturing motorcycles.

The original Bultaco was founded by Francisco Xavier Bultó (known as Paco) in 1958. The Barcelona based company produced a range of small, light road racers that often outperformed larger motorcycles. Bultaco however is most know for its off-road motorcycles which dominated motocross racing and observed trials competitions in the 1960's and 70's.

The new Bultaco is currently in the process of resurrecting itself as an electric motorcycle manufacturer. The initial offering will include  a street bike and a sport model.

With the Bultaco announcement we were inspired to revisit the classic thumbs-up icon and related brand assets. Our visual review included an update of the core Bultaco brand and a branded accessory line "Paco".


We're passionate about design. We are especially passionate about the strategic aspects unique to the redesign for an established brand. Established brands have loyal consumers, familiar brand assets and generally brand perceptions that will be linked to any new design. Every redesign assignment must seek the balance between maintaining a familiar thread with the existing consumer while finding a new relevance to attract the potential new customers. The self-initiated  work below is part of our ongoing interest in the evolution of consumer brands and branding.